| dc.description.abstract | Today, as the market for educational services becomes more competitive,
higher education institutions place more emphasis on student contentment and enhance
institutional image. In both commercial and nonprofit domains, branding is proven to aid
the achievement of organizational goals. However, there is a lack of study in the university
education field that evaluates the moderating impacts of brand orientation. Thus, this
dissertation focuses on studying the function of brand orientation in management practice
at Vietnam National University Ho Chi Minh City (VNUHCM). The study adds to the
knowledge base by evaluating the correlation between the quality of university education,
institution image, and learner contentment and behavioral intention. Additionally, this
study examines pupils' perceptions of a college's brand orientation and its link to variables
mentioned above in the situation of VNUHCM.
The proposed study model was built and assessed utilizing the PLS-SEM
statistical methodology in light of the prior literature study. A valid sample of 436
respondents from member universities of VNUHCM was analyzed to measure the
suggested model. The outcomes indicate that student pleasure and behavioral intentions
are positively influenced by the quality of service. Furthermore, students' perceptions of
university image greatly affect their college selection decisions. And perceived brand
orientation dramatically modifies the association between the quality of service and
contentment and behavioral intent. This confirms that the way students perceive a school's
brand orientation has been critical. Additionally, this work provides useful knowledge for
further researches in the future. | en_US |
